THE Hovis loaf that has sat atop Gold Hill for 38 years has finally been returned with a fresh look, ready to butter up tourists looking for a photo opportunity on their visit to Shaftesbury’s iconic attraction.
The advert has been voted Britain’s favourite television advert, and has resulted in tens of thousands of visitors to the hilltop town. It was built as a donations box and information point, the idea being that money collected be used for the ongoing upkeep of Gold Hill.
But it has suffered badly from wear and tear, vandalism and attempted break-ins. Health and safety saw the stale loaf moved to a siding outside the Town Hall in case it slid down the hill (unconfirmed reports say ‘joyriders’ once rode it down the hill in the snow.)
It stood there until 15 months ago, with few realising it still welcomed donations. “There was hardly any money put in,” said Anne Giberson, chairman of Shaftesbury Tourism and owner of The Chalet B&B.
The Loaf was taken away for restoration but its sudden disappearance concerned many: “Hardly a week went by without somebody asking after the loaf,” said Elaine Barrett, chair of Gold Hill Museum.